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PRINGLES LAUNCHES RICE FUSION CRISPS FOR FLAVOUR-SEEKING SHOPPERS

25/02/2019

Pringles will launch its biggest innovation in four years, with a new rice based crisp to carry eastern-inspired flavours.

Pringles Rice Fusion will be the first innovation for the brand since Pringles Tortilla, which became the biggest launch in the crisps category in 2015. In the first 12 weeks Pringles Tortilla generated £8.4m in sales and 6.3m in unit sales.*

Based on insight that 53 per cent of crisp buyers are prompted to buy more when they see new flavours - and Pringles shoppers buy the most varieties of crisp - the Rice Fusion range will bring three new flavours to the crisp category: Malaysian Red Curry, Indian Tandoori Chicken Masala and Peking Duck with Hoisin Sauce.

The range will RRP at £1.99 per 160g can, heroing the new flavours with stand-out colours and the iconic Mr P logo.

Rice Fusion chips have a lighter texture, with less saturated fat and less salt than traditional Pringles.**

The range is being supported by a £3m investment in exclusive in-store POS, eCommerce, digital, TV and out of home advertising.

With Pringles selling more than any other large sharing brand*, Rice Fusion is expected to dominate the large sharing category in 2019.